The new division will see Chillisauce and GWR Live working with brands to deliver campaigns and events built on the concept of breaking world records.
"A Guinness World Records Live event enables any brand to establish, reinforce or change a marketplace perception," said Guinness World Records Live creative director Adam Wide.
"Clients can now carry out marketing activities such as road shows, challenge fairs, new product launches or PR stunts – with the backing-power that our brand provides. Engagement is readily achieved too, while trying to break world records consumers get completely lost in the moment."
"Where this concept differs entirely from the likes of a typical experiential marketing campaign is that there’s no need for persuasion or convincing," added Chillisauce commercial director William Bicknell.
"Interaction with the brand is actually sought out and that’s due to the sheer power of the brand, people are completely at ease with it."
Campaigns using the partnership will have access to Guinness World Records 12million unique website users, 83m YouTube viewers, 250m global TV audience and 180,000 Facebook fans.
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